A/B & Multivariate Testing

By 2028, 68% of all customer service and support interactions with technology vendors are expected to be handled by AI agents. These agents are essentially software programs that can make decisions and take actions on behalf of users. While they’re still early-stage co-pilots for now, they are quickly becoming autonomous actors within the digital landscape.…

U.S. e-commerce sales accounted for $352.93 billion in the final quarter of 2024, a jump of almost 25% from the year prior. Right now, the retail space is expanding fast and continuing to see evolving consumer expectations, increasingly tech-powered shopping experiences, and a surge of new competitors. For retail CRO teams, a basic A/B testing…

AI has already significantly changed how organizations create content, predict customer behavior, and personalize digital experiences, and it will continue to change online behavior in the months and years to come. However, the question still exists for experimentation teams and CRO specialists: How can AI be leveraged in A/B testing right now? A/B testing remains…

You might think your A/B testing platform is flicker-free. But is it really? While many platforms claim to be flicker-free, the truth is that some of them are just masking the problem with an “anti-flicker” snippet. The problem with workarounds is that they often slow your site down, which undermines any efforts your team is…

The spark behind many A/B tests starts with “Let’s try this and see what happens.” Having that open-to-experimentation mindset is a key part of effective conversion rate optimization, which relies on testing, analyzing data, and iterative learning to confirm what really works best for users. Following this practice, your team could find unexpected opportunities for…

Conversion rate optimization (CRO) is a strategy many organizations use to improve user experiences and drive revenue. However, many find it less than straightforward to prove the ROI of their initiatives with clear, concrete CRO metrics. If your team has ever wondered when it’s time to conclude a test, or if you’ve found yourself questioning…